The primary goal was to improve revenue, transactions, and conversion rate assisted by organic search. At the same time, we aimed to optimize Telkomsel Orbit’s brand positioning in Google’s search results, making it more distinct from other Telkomsel products and clearly recognizable to users as a standalone home internet solution. To achieve this, we focused on integrating SEO strategy with products, analytics, UI/UX, and CX teams to increase relevance.
When the project began, Telkomsel Orbit’s brand positioning in organic search results was unclear and easily confused with other Telkomsel products and similar offerings in the market. Although the team understood the concept of customer journey mapping, the insights weren’t developed enough to guide SEO strategy or inform how digital assets should support search-led discovery and conversions. In addition, technical SEO limitations and indexing issues hindered Telkomsel Orbit’s ability to experience organic visibility for relevant queries.
We approached this challenge by reframing SEO not as a standalone channel, but as part of broader initiative called Search and Experience Optimization: a collaborative effort to improve both how users find the product and what they experience once they land organically on one of our digital assets.
The strategy focused on two key pillars:
This meant building a strategy that combined content and keyword planning with technical, analytical, and UX-based improvements.
To bring our strategy to real world, we organized the work into four connected focus areas. Each area supported Telkomsel Orbit’s growth by improving both search visibility and user experience. This structure helped us move from foundational SEO fixes to more collaborative, experience-driven improvements across teams.
We began researching potential customer journeys to understand how organic search played a role in decision-making. From there, we built topic clusters and identified intent-driven keywords that aligned with each stage of funnel.
We overhauled the website’s structure and improve core technical elements including rendering, load speed, mobile-friendliness, and security. Schema markup was implemented to support richer SERP features, and crawl/indexing management was refined for better visibility.
A full audit of Telkomsel Orbit’s data analytics setup revealed some gaps in both data tracking and interpretation. We redefined key event tracking, clarified data context, and implemented new measures to support behavior-informed decisions.
We regularly analyzed user behavior through Google Analytics and combined it with insights from Google Search Console to understand how visitors engaged with Telkomsel Orbit’s website and content. This analysis guided improvements to internal linking and navigation, helping user naturally through each page.
Beyond UX, these findings also supported the product team, providing insight into which products or features user searched for, which terms resonated, and even contributing ideas for naming new features and pricing strategy based on real search behavior.